The Spanish Association Against Cancer (AECC) discovered that a simple, non-invasive home test was an extremely accurate screening tool to detect and prevent colorectal cancer. As the most prevalent form of the disease, with a 90% recovery rate in early stages, it was a milestone that needed to be shared. The catch? it involved stool testing. Since there are no shitty briefs, we came up with the idea to let the real experts speak up.

This is how the cute WhatsApp emoji became the star of a Golden EFI award-winning campaign, reaching over 1 million viewers on YouTube with minimal funding. And more importantly, we sparked a conversation about unequal access to testing across regions. Many quickly implemented the program for 100% of their populations, while others initiated the rollout process. This was a campaign focused not only on going viral but also on advocating for equity and saving lives.